Mapping the Inbound Marketing Ecosystem

Mapping the Inbound Marketing Ecosystem How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes February 8, 2009

Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It

What’s the Next Marketing Hairstyle? Flickr: davecobb Flickr: nopiedra Flickr: Sachaverelle SEO 3

This Ain’t No Haircut! Wikipedia Wikipedia 4

How Do You Navigate a Complex Landscape? A Map! Flickr: WanderingtheWorld 5

Traditional Marketing (Outbound) 6

Marketing Today (Inbound) 7

How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 8 8

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

Outbound Is Expensive 10

Inbound Is Cheaper

Why Inbound Is Cheaper

What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 13

SEO Social Media Blog Flickr: WanderingtheWorld 14

Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It

How Do You Get to the Top?

Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 17

Two Sides of Optimization On-Page Off-Page 18

Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold

Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images

Optimize (Off-Page) • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot sells great marketing software” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website

How Do You Get Links? Have something worth linking to.

Blogging Means More Inbound Links 23

How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 24

SEO Blog Flickr: WanderingtheWorld 25

Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site What’s the difference?

Blog = Better SEO, More Traffic Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com

How Many Tickets Do You Have?

What Should You Write About? Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC) 31

Content Attracts the Right People Neil Diamond Flick Photo: Marciela

What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann

Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 36

PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now

PR, Social-Media Style Elapsed Time: 50 Minutes

Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 39

How to Get Started Listen Share Your Content Listen More Build Relationships

What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 41

Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions

Distribute Your Content 43

Conversation & Distribution Conversation AND Distribution 44

What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45

Blogging Increases Twitter Reach 46

Twitter Plays a Bigger SEO Role Results from Twitter 47

SEO Social Media Blog Flickr: WanderingtheWorld 48

Assess Search Engine Optimization http://websitegrader.com/

Measure Blog Subscriptions • A measure of you blog’s total reach • A “sticky” number

Track the Whole Funnel Website Visitors Leads Customers 52

How to Track Your Funnel Track visitors. 53

How to Track Your Funnel Track leads. 54

How to Track Your Funnel Track customers. 55

Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 56

Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 57

Final Thoughts … 58

It’s an Ecosystem SEO Social Media Blog Flickr: WanderingtheWorld 59

Build Leverage 60

Who Knows How to Put All the Pieces Together? d.j.k. on flickr 61

HubSpot Puts the Pieces Together 62

Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes

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Mapping the Inbound Marketing Ecosystem

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